Here we go again after the break with Marcus Koch speach about the integration of SEM in the Online Marketing Mix. The subject sounds exciting, lets see what happens.

Again the big “last ad tacking” problem will be main subject of this session.

Marcus said it is important for people to be aware of the complete process of a conversion. Not only in the way of search funnels then more in the way of different advertising channels. Everyone should notice that there are correlations between different advertising channels.

He said that it is important to measure the complete conversion path regardless of the advertising channel.
For example he showed us how a simple display ad impression can lead to an ppc conversion.

His statement to last ad attribution was „It is a wrong modell with true but false date.” He said that people make the wrong decisions based on these Informations.

Again he told us that it is important to be aware of offline marketing. Offline has a major impact on online search.
Thomas said that overall 30% of all Conversions need more than one click.

Marcus again gave us a nice tip. With the “Gfk” and Google you can do single source panels. In these panels you can research the correlations of your advertising campaigns. You have to be aware of the full conversion parth offline and online.

In the Q/A session Marcus said that everyone should use Google Insight for search to get an impression on how people search and more.

At the end Marcus and Thomas pointed out that we still have a big problem with “last ad tracking”. And until now we still have the problem to get the right data.

About State of Digital Guest Contributor

This post was written by an author who is not a regular contributor to State of Digital. See all the other regular State of Digital authors here.
Opinions expressed in the article are those of the contributor and not necessarily those of State of Digital.

State of Digital Events

Search other topics

Our Archives

What is State of Digital?

In a fast-changing digital environment, it is hard to keep up. Knowing what are the strategies and tactics you need to deploy to become better at your marketing is not an easy task.

State of Digital aims to help (digital) marketers from every level. Help them find their way in this changing environment. By sharing the latest strategies and tactics. By offering training. Using industry experts, State of Digital tries to help you become a better marketer.